BCMA Members: Industry View On Influencer Marketing – Fabrizio Perrone

BCMA Members: Industry View On Influencer Marketing – Fabrizio Perrone

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Fabrizio Perrone is Founder & CEO of Buzzoole. He started his entrepreneurial journey in 2008 as co-founder and Managing Director of Fan Media. In 2010 he was among the first in Italy to deal with Buzz Marketing, and thanks to this experience founded Viral Eye. This laid the groundwork for Buzzoole, a startup founded in 2013 focused on connecting Brands and Influencers through a state-of-the-art technology platform.

We bring you an exclusive interview with Fabrizio about the latest influencer marketing trends and his views on the business.

The UK is a massive market for the Influencer marketing industry, how has Buzzoole evolved its approach?
The UK is a crucial market for us and was our first market in 2018. We have raised a new funding round to create and launch the SaaS offer which we consider more appropriate and in line with the direction the market is going. The agency approach is now guided through an international hub with people mainly located in Milan, Naples and London to take care of all the strategic relationships in Europe and USA. We decided to be more focused on technology and strategic advice which the new team is now undertaking and delivering this new approach
You are moving towards a SaaS platform, does that mean you will not have the ‘hands-on’ agency approach anymore?
Not really. Influencer Marketing is evolving but, according to our newest research, the market is not homogeneous. Companies have different approaches to IM, depending on the size, organisation structure, budget, culture etc. We can classify brands in three evolutionary stages: young, mature, sophisticated. Each stage requires a unique offering: technology, services or a mix of the two. That’s what we want to do as IM solution providers.
Influencer marketing is a rapidly growing industry but a highly competitive one too, what is Buzzoole’s point of difference?
Buzzoole has the ability to offer a large set of solution for Enterprises, from pure technology (we’ve just launched our Influencer Discovery Tool) to full/managed service. Our main differentiator is technology. We use ‘machine learning’ to better categorise Creators and to automate the whole Influencer Marketing Workflow (from Influencer discovery to payments)
What trends are you noticing in the sector? 
 
The market is more mature and complex. Influencers are struggling to become Creators and prove their value for business. Brands are trying to measure ROI, avoid ‘frauds’ and use Creators also for ‘bottom of the funnel’ actions. In the middle we are seeing that new platforms are rising (Pinterest, Twitch, Tik Tok etc) with their own formats and styles.
For more information please visit https://buzzoole.com